The document discusses mobile customer relationship management (CRM) solutions for government agencies. It provides an overview of Waterfall Mobile and its cross-channel mobile CRM platform. It then outlines challenges facing government communication, such as coordination between agencies, cost constraints, inconsistent messaging, and accessibility issues. The document proposes a 6-step approach for government agencies to maximize mobile ROI using a centralized subscriber database and customized, secure messaging across channels. Finally, it presents case studies of BART increasing ridership through a promotional campaign and PETA mobilizing supporters through integrated digital activism.

1. Waterfall
Industry*
Insights
Kane
Russell,
VP
of
Marke2ng
Waterfall
*6
steps
for
government
agencies
looking
to
maximize
mobile
ROI

2. Waterfall
Mobile
and
the
Msgme
Pla4orm
Waterfall
Mobile
๏ Founded
August
2005
๏ Offices
in
SFO
(HQ),
NYC
&
Aus2n
๏ Backed
by
Vista
Equity
Partners
๏ Cross-­‐channel
mobile
&
social
CRM
via
SMS,
MMS,
QR
Codes,
IVR,
Facebook
&
TwiZer
๏ Free
trial:
www.waterfall.com
๏ API
suite:
apidocs.waterfall.com
๏ Custom
applica2on
development
๏ Short
code
provisioning,
cer2fica2on
&
audit
management

3. Reference
Clients
&
Brand
Campaigns

4. ๏ The
state
of
government
communica2on
๏ Issues
affec2ng
effec2ve
government
communica2on
๏ 6
steps
to
mobile
ROI
๏ Case
studies
๏ Key
takeaways
Objec=ves

5. Government
Communica=on
takes
the
following
forms:
๏ G2C:
government-­‐to-­‐ci2zen
๏ G2B:
government-­‐to-­‐business
๏ G2G:
government-­‐to-­‐government
(internal/external)
๏ G2V:
government-­‐to-­‐visitor
Each
form
includes
the
following
types
of
informa=on:
๏ Sta2c
(rela2vely):
standard
informa2on
that
doesn’t
require
frequent
upda2ng,
e.g.
an
“About”
sec2on
on
a
government
website
๏ Interac2ve:
dialogue
to
exchange
informa2on
in
real-­‐
2me,
e.g.
updates
about
events
or
emergencies
๏ Transac2onal:
execu2on
of
tasks,
e.g.
apply
for
a
driver’s
license
Government
is
vast:
๏ USA.gov
lists
584
Federal
Agencies
๏ Need
solu2ons
for
Federal,
State
&
Local
Government
Communica=on
Complexity
By
the
numbers:
There
are
roughly
310
million
people
living
(US
Census)
in
the
US,
an
increase
of
~25
million
in
the
last
decade.
Tracking
Popula=on:
Take
a
look
at
Google’s
public
data
explorer,
which
allows
you
to
graph
US
popula2on
by
state,
county,
and
city
according
to
census
data.
hZp://goo.gl/gTfBe

6. Issues
Facing
the
Government
25%
35%
45%
55%
65%
75%
2008 2009 2010 2011
63%
45%
63%
55%
46%
31%
38%
27%
43%
30%
46%
40%
59%
36%
54%
46%
US
Trust
in
Institutions:
2008-­‐2011
(Edelman)
Business Government Media NGOs
๏ The
2010-­‐2011
drop
mirrors
financial
crisis
decline
๏ US
only
country
to
see
across-­‐the-­‐board
decline
in
trust
Country
Trust
Index
2008
2011
Trust
Index
2008
2011
Global -­‐ 55
Brazil 48 80
Canada 48 55
China 62 73
France 44 50
India 60 56
Japan 50 51
Russia 36 40
UK 43 40
US 53 40
Composite
score,
ages
25-­‐64
(Edelman)Composite
score,
ages
25-­‐64
(Edelman)Composite
score,
ages
25-­‐64
(Edelman)

7. Sources
of
Trust
Blogs
from
ppl
u
know
Social
from
ppl
u
know
Independent
Blog
Independent
Social
Brand/Product/Company
Blog
Brand/Company/Product
Social
0% 100%
Sources
of
Information
Users
Trust,
June
2010
(Invoke
Solutions)
Distrust Some
Distrust No
Opinion Some
Trust Trust

8. Features
That
Inspire
Trust
Open
Dialogue
Quality
of
Dialogue
Responsiveness
Volume
of
Participation
Volume
of
Content
Length
of
Relationship
0% 100%
Unimportant Some
Unimportance No
Opinion Some
Importance Very
Important
Online
Media
Features
Important
for
Inspiring
Trust,
June
2010
(Invoke
Solu=ons)

9. Why
Mobile
Makes
Sense
1. It’s
the
most
personal
device
a
consumer
owns
2. It
provides
mul2ple
channels
ideal
for
interac2ve
communica2on
IVR
But
it’s
not
just
mobile
that
governments
need,
it’s
mobile
CRM.

10. Government
Communica=on
Issues
Issue Hurdle
Example
Coordina2on Individual
government
agencies
siloed
from
others,
preven2ng
agencies
from
sharing
info
Dept.
of
Health
needs
to
share
info
with
Dept.
of
Energy
Cost Governments
are
constrained
by
2ght
budgets
that
cannot
afford
wasted
resources
Irrelevant
mailing
wastes
postage
and
hurts
community
percep2on
Inconsistency Varying
messages
conveyed
across
disparate
channels
equals
dissa2sfac2on
and
confusion
WMD
Security Some
informa2on
is
sensi2ve
and
cannot
be
shared
publicly
HIPAA
compliance
affects
mass
distribu2on
of
personal
info
Technology Varying
systems
with
disparate
func2ons
that
may
be
outdated;
no
central
IT
Support
“When
it
comes
to
technology,
we
are
like
30
years
behind.”
Accessibility If
informa2on
is
hard
to
access,
people
resist
interac2ng
and
par2cipa2ng
Roughly
50%
of
Americans
vote
in
Federal
elec2ons
Successfully
addressing
these
issues
requires
a
CRM
approach

11. 6
Steps
to
Mobile
ROI
Issue Mobile
CRM
Approach
Coordina2on Create
subscriber
database
that
centralizes
and
shares
data
across
divisions
Cost Segment
and
deliver
cost-­‐effec2ve
&
channel
appropriate
message,
adhering
to
subscriber
preferences
when
possible
Inconsistency Track
interac2on
and
exchanges
internally
and
externally,
using
a
centralized
database
that
allows
for
sharing
of
informa2on
Security Segment
subscribers
and
messages
in
order
to
deliver
secure
messages
through
appropriate
channels
Systems Draw
on
solu2ons
that
are
easily
integrated
into
current
systems
and
can
adapt
to
changing
technologies
Transparency Provide
easier
ways
for
people
to
stay
informed
by
providing
opt-­‐in
op2ons
and
preferences
for
subscribers

12. Case
Studies
To
interact
with
its
riders,
San
Francisco
Bay
Area
Rapid
Transit
(BART)
launched
"Try
BART
Week"
with
the
goal
of
increasing
ridership.
Animal
Rights
organiza2on
PETA
streamlined
digital
ac2vism
by
integra2ng
SMS
and
email
in
order
to
incite
ac2on
and
par2cipa2on
from
their
cons2tuents.
NASA
JPL,
in
an
effort
to
boost
interest
and
engagement
in
a
lunar
eclipse,
called
upon
mobile
to
power
engagement
with
poten2al
eclipse
viewers.
CCC
deployed
an
emergency
messaging
no2fica2on
system
across
the
majority
of
its
campuses
in
order
to
deliver
tac2cal
advice
outbound
and
receive
crucial
updates
during
a
crisis.

13. PETA
Texts
“Y”
to
Stop
Cruelty
Campaign
Overview:
๏ Plan:
PETA
wanted
to
simplify
digital
ac2vism
๏ Strategy:
created
func2onality
where
people
could
reply
“Y”
to
a
text
message
in
order
to
trigger
a
message
in
support
of
a
par2cular
PETA
cause.
๏ Follow-­‐up:
sent
confirma2on
message
via
email,
mobile
&
web
calls
to
ac2on
included
Results:
๏ 18.5%
response
rate
w/
43.3%
responding
within
two
minutes
of
message
delivery
(DMA
average
email
response
rate
is
~2%).
๏ Other
campaigns
saw
23.58%,
18.37%
and
24.85%
response
rate.
(Full
case
study
can
be
downloaded
from
www.msgme.com)

14. 6
Steps
to
Mobile
ROI
–
PETA
Issue Mobile
CRM
Applica=on
Coordina2on Centralized
database
with
cross-­‐channel
sync
allows
for
upselling
campaigns;
each
new
interac2on
added
as
addi2onal
data
point
Cost Ac2vated
par2cular
channel
according
to
what
was
most
cost
effec2ve,
both
from
a
monetary
AND
efficiency
standpoint
Inconsistency Real-­‐2me
look
up
of
channel
address
to
ensure
delivery;
various,
overlapping
lists
to
manage
mul2ple
and
select
interests
Security Subscribers
presented
with
mul2ple
opportuni2es
to
opt
in
or
opt
out
Systems API
integra2on
into
email
system
required
no
new
build
of
technical
capabili2es
Transparency People
saw
the
results
of
their
ac2ons
instantly
and
could
choose
to
stay
informed
and
updated
about
campaigns
results

15. BART
Drives
New
Ridership
With
Mobile
Campaign
Overview:
๏ Plan:
BART
wanted
to
engage
new
riders
through
emerging
media
channel
๏ Strategy:
text-­‐to-­‐win
campaign
promoted
during
“Try
BART
Week”
geared
toward
encouraging
new
riders
๏ Follow-­‐up:
mobile,
used
ini2ally
as
a
customer
acquisi2on
tool,
switches
gears
to
become
a
customer
reten2on
tool.
Results:
๏ BART
Chief
Communica2ons
Officer,
Linton
Johnson:
-­‐ You
couldn’t
buy
that
much
good
press
or
goodwill
from
customers.
-­‐ Nearly
every
day
that
week
we
were
in
the
news
and
that
contributed
to
the
healthy
increase
in
ridership.
Our
goal
now
is
to
keep
those
customers,
and
it
looks
good
-­‐
ridership
was
up
vs.
last
year.
(Full
case
study
can
be
downloaded
from
www.msgme.com)

16. 6
Steps
to
Mobile
ROI
–
BART
Issue Mobile
CRM
Applica=on
Coordina2on Mul2ple
keywords
used
to
segment
audience
based
on
day
of
par2cipa2on;
but
keywords
managed
in
same
account
Cost No
need
for
postal
stamps
on
each
entry;
no
customer
support
team
needed
to
track
entries;
all
tallied
automa2cally
Inconsistency Phone
number
lookups
provide
tracking
of
precise
number
of
unique
and
repeat
subscribers
down
to
the
second
of
each
entry
Security Alterna2ve
method
of
entry
provided
for
any
folks
who
preferred
to
enter
online
rather
than
via
mobile
Systems Able
to
sync
mobile
subscriber
data
into
current
ridership
database,
understand
exactly
who
is
new
to
BART
system
Transparency Easily
shared
with
other
riders
to
spread
community
goodwill,
well
marketed
across
online/mobile/signage
to
create
interest

17. California
Community
Colleges
Alert
You
Campaign
Overview:
๏ Plan:
CCC
need
a
streamlined
form
of
communica2on
to
coordinate
ins2tu2on
and
student
efforts
and
energy
during
emergencies
๏ Strategy:
deployed
two-­‐way,
social
media
integrated,
mobile
emergency
no2fica2on
system
๏ Follow-­‐up:
successful
“ShakeOuts”
to
raise
awareness
about
emergency
preparedness
Results:
๏ 2
million+
students
connected
๏ 50+
districts
served
๏ 100+
colleges
enabled

18. 6
Steps
to
Mobile
ROI
–
CCC
Issue Mobile
CRM
Applica=on
Coordina2on Mul2ple
schools
using
same
plasorm,
but
segmented
campaigns
across
various
keywords
Cost Save
2me
and
money
by
taking
advantage
of
most
ubiquitous
device
available
Inconsistency Can
seamlessly
transi2on
between
one-­‐to-­‐one
and
on-­‐to-­‐many
communica2on
in
order
to
op2mize
message
clarity
Security No
sensi2ve
informa2on
shared,
sign
up
created
out
of
ease
of
use
and
not
obliga2on
Systems Mobile,
TwiZer
access
provide
easy
entry
and
outlet
points
for
integra2on
into
complicated
emergency
procedure
program
Transparency Communicate
a
sense
of
preparedness
in
the
event
of
a
crisis,
providing
proac2ve
rather
than
reac2ve
sense
of
ac2on

19. Campaign
Overview:
๏ Plan:
NASA/JPL
wanted
to
encourage
and
interact
with
Lunar
eclipse
viewers
๏ Strategy:
once
subscribed,
users
received
reminders
to
watch
the
eclipse,
instruc2ons
on
how
to
share
loca2on
that
populated
map
in
real
2me
๏ Follow-­‐up:
data
gathered
during
subscrip2on
process
used
for
driving
mobile
web
traffic
NASA
JPL
Communi=zes
Lunar
Eclipse
Results:
๏ Campaign
received
thousands
of
comments
๏ 100%
par2cipa2on
valida2ng
loca2on
๏ Social
media
upsell
successful
with
thousands
of
Flickr
photo
uploads

20. 6
Steps
to
Mobile
ROI
–
NASA
JPL
Issue Mobile
CRM
Applica=on
Coordina2on Use
of
loca2on
data
a
means
for
targe2ng
and
outreach
Cost Excellent
customer
acquisi2on
tool
as
no
real
incen2ve
needed
to
join
subscriber
database
other
than
par2cipate
in
cool
event
Inconsistency People
could
track
their
comments
and
ideas
in
real
2me
directly
on
website
Security Anonymity
given
to
users
with
automa2c
blocking
of
key
digits
of
their
phone
number
Systems Dropped
text-­‐to-­‐screen
func2onality
directly
onto
homepage
Transparency Provided
real
2me
picture
of
par2cipants
in
the
campaign

21. Key
Takeaways:
Connec=ng
with
Ci=zens
๏ Do
like
they
do:
use
op2mal
communica2on
medium
for
the
par2cular
audience
๏ Act
like
they
act:
expand
interac2on
beyond
the
first
conversa2on
๏ Think
like
they
think:
tone
of
communica2on
reflects
rela2onship
with
audience
๏ Engage
like
they
engage:
two-­‐way
interac2ve
communica2on

22. Do
Like
They
Do
๏ PETA:
easier
to
respond
to
SMS;
easier
to
follow
up
via
email
๏ BART:
SMS
provided
most
reliable
service
for
people
on
the
go
๏ CCC:
mobile
and
TwiZer
the
language
of
choice
for
today’s
college-­‐age
youth
๏ NASA:
allowed
for
people
of
all
ages,
tech
savvy
and
phone
types
to
par2cipate

23. Act
Like
They
Act
๏ PETA:
follow
up
allowed
for
addi2onal
ways
to
get
involved
in
the
campaign,
including
general
list
and
ac2on
team
๏ BART:
having
grown
a
large
list,
now
can
interact
going
forward
(adding
metadata
to
enhance
targe2ng
capabili2es)
๏ CCC:
created
sense
of
community
and
fun
around
follow-­‐up;
ini2ated
by
the
audience
๏ NASA:
able
to
drive
traffic
to
mobile
website,
inform
and
update
people
about
current
events
and
occurrences

24. Think
Like
They
Think
๏ PETA:
used
contextual
language
that
reflected
knowledge
of
current
events:
“Help
chimps!
CareerBuilder
plans
to
air
an
ad
during
the
Super
Bowl
&
we
need
ur
help!
Reply
Y
to
send
CareerBullies
a
msg
to
keep
chimps
out
of
ads.
<3peta2”
๏ BART:
Automa2cally
won
something
-­‐
no
chance
of
genera2ng
poor
user
experience
๏ CCC:
not
obligatory
-­‐
just
useful,
as
obligatory
tasks
for
students
and
young
people
owen
looked
at
with
scorn
๏ NASA:
CTA
=
Text
IMTHERE
to
67463;
personalized
event
for
par2cipants

25. Engage
Like
They
Engage
๏ PETA/BART/CCC/NASA:
all
two-­‐way,
interac2ve
communica2on
across
channels
-­‐ PETA:
SMS,
television,
email
-­‐ BART:
SMS,
print,
web
-­‐ CCC:
SMS,
TwiZer
-­‐ NASA:
SMS,
mobile
web

26. Any
Ques=ons?
For
more
informa2on
visit
www.waterfall.com
Or
contact
us
directly:
marke2ng@waterfall.com
More
industry
informa2on
available
on
our
blog
@
waterfall.com/blog/